In order to bring conversion events from Google Analytics into Google Ads, you are going to have to convert any events you want to track into ‘Goals’ first within Google Analytics and so this blog tells you how.
Once you have the following set up, then you will need to go ahead and pull these goals into Google Ads, so read this ‘how to’ guide here, for what you need to do next.
The biggest battle is getting the events set up in the first place, which, in the case of click events (for recording clicks on buttons, or downloads of PDFs), you will usually need the help of a web designer to achieve. But assuming you have the events in place, here’s how to turn those events into goals.
As can be seen in the above screengrab there are also other types of goals you can set up in Google Analytics, the labels of which are pretty straightforward to understand. If you choose to measure session durations or number of pages viewed, then go right ahead and follow the simple on-screen instructions to set these up.
Smart goals is a ‘machine learning’ way of Google identifying engaged users on your website. Google is moving towards the dumbing down of analytics to create ‘Smart this’ and ‘Smart that’, but to be honest, they rarely suit the purposes of most businesses. However, if you want to go ahead and set up Smart Goals, then go right ahead!
The only other one from the screen grab not mentioned is the ‘destination’ goal. With this goal, it can be handy to set up a goal on a thank you page that gets served to a visitor who fills out a contact form, or on an ecommerce thank you page. Sometimes we work with clients who have absolutely no access to web developers to set up any other form of tracking on ‘goals’ like this, and so this kind of goal can serve as a rudimentary way of tracking desirable actions on your website if all other avenues are closed down.
After you have completed the set up of goals in Google Analytics you can go ahead and import them into your Google Ads account to help train the account – see this how to guide for more info.
If you aren’t running Google Ads, then these goals can serve the purpose of allowing you to report back on website visitor behaviours and is a useful reporting mechanism in its own right.
We hope that this series of articles will save you hours of searching for how to deal with small tasks. Take a look at the other articles we’ve put together:
As we work our way through small and always difficult to remember tasks at the coalface of marketing, we’re sure there will be additions to this list very soon, so maybe bookmark this page if you found it helpful.
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If you’d like help with digital marketing, ads management, SEO, copywriting, websites, branding or social media management… or anything else related to the internet and digital, then get in touch with us. We’re a friendly bunch.